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Is There More Opportunity for Green Builders in 2016?

19 Jul

HouseLawnPlan

The number of contractors involved in more than 60% of green products is growing and is set to grow to 31% both inside and out of the United States, according to a study by Dodge Data and Analytics. The largest green growth is occurring in First World and emerging economies around the world, such as the US, Brazil, South Africa, Germany, and Saudi Arabia. The rate of green building in the US, the UK, and Germany—even in the wake of Brexit—is expected to double by 2018.
The opportunity for green builders in the near future seems inevitable, but is there a way for a new construction product manufacturer to find his way into the market in 2016?
The answer lies in understanding the drivers for green building and positioning your company to take advantage of the developments.
Contractors who do business with government are at an advantage, especially in the United States and a few other Western countries. The US and Germany both have set a priority to expand new initiatives into other countries. Approximately 21 percent of contractors that are currently in the US now report that more than 60% of their contracted projects are green.
Some of the drivers for green building include new environmental regulations around the world, a market demand for sustainable energy construction, and individual client demand for green construction within certain industries. Part of the reason that green building is accelerating more quickly in the US than in the rest of the world is the client demand in the country. Clients in countries that are not the US are much more concerned with market demands, a great deal of which is keeping up with the money that the US spends on green construction.
Contractors outside of the US are more concerned with the impact of building sustainable energy buildings on the health of the actual occupants of that building. Basically, if you are trying to build inside of the US, your investors will want to know if you can reduce water and energy costs. Outside of the US, you should present how you will protect natural resources in the surrounding environment.
Overall, the US is trying to stay ahead of the world in the new green economy, and global competition is increasing because of the value inherent in green building. Depending on the contract that you are trying to get, focus on the needs of the partner organizations and clients in order to take advantage of the new, wide open green market. If you are selling to contractors inside of the US, make sure they know your products can help with energy costs—sell yourself as the supply-side cost reduction expert. Outside of the US, you might be able to get a leg up by featuring the ways in which your products will eventually help the people who will live and work in the buildings that will be created.

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IBS 2016: “The New Big Thing” Is…

23 Feb

My Key IBS Takeaway for Building Products Marketers

IBS 2016

We’ve talked a lot about the 2016 International Builders’ Show (IBS) throughout the course of the last few weeks. You might even say we’re a little obsessed. But the reason why is that, for building products marketers, trade shows are a big deal. And there is perhaps no bigger one—or more important—than IBS. Every year, IBS represents where the building industry is going, from products to design trends to marketing. And every year, it’s at IBS where you can find “the next big thing.”

For me, the next big thing in trade show marketing is pretty clear: experiential booths. For a long time—too long, in fact—boring and uninspired booths have ruled the roost. Matt Hillman, our creative director at ER Marketing, even recently went as far as to describe the majority of booths as “brochures you stand in.” Not far off. But things are changing. In his post, he discusses some of the booths at IBS that delivered much better experiences for their audience. The common theme was that these exhibitors need to put on a “show” for their audience.

I think this is true no matter what trade shows you attend. In fact, it sparked my thinking on some other trade shows I’ve been to that have exemplified the experiential booth marketing that was such a hit at IBS. Here are some of the standout booth experiences I’ve had attending trade shows—experiences that should become the model for B2B marketers in the building products industry:

  1. At the Food Equipment Show, a commercial sausage making company proved the power of their product by doing multiple demonstrations using Play-Doh. This created a colorful (in more ways than one) experience for attendees.
  2. A simple product demonstration that proved effective was a window company that let attendees experience their good, better, best product offerings. By placing single, double, and triple paned windows in front of heaters, visitors could simply touch the glass to feel the difference in quality.
  3. A house wrap company had an innovative approach to showing their product’s resilience. By pulling their house wrap taut and placing it next to competitors’ products, they were able to demonstrate which was the strongest—by having a professional pitching machine shoot baseballs at the wrap.
  4. At the Deck Expo, one company created a competition in which attendees attempted to break their product with a hammer. If they were able to break it, they won a huge prize. It was simple to execute, and best of all, the loud noises of people attempting to break the synthetic decking drew a crowd.

IBS proved that the next big thing for building products marketers is creating an experience attendees will remember and breaking from tradition to do it. But that’s not exclusive to IBS—these examples demonstrate that it’s a change happening at all trade shows. B2B marketers in the building products industry need to do better. Your average, boring trade show booths are no longer effective. Worse, they’re very likely a huge waste of your money.

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Lessons From The Builders’ Show

18 Feb

An Open Letter To Trade Show Exhibitors

Dear Friends,

According to the Convention Industry Council, trade shows added more than $280 billion to the U.S. economy in 2012, drawing more than 225 million participants. That’s a staggering set of figures and it underscores the importance these shows play. As marketers, we all know exhibiting at trade shows can be vital to our business—to see and be seen, to market products and services, and to nurture relationships.

Over my career, I’ve had the opportunity to attend a variety of trade shows across numerous industries, the most recent at the building industry’s combined 2016 IBS & KBIS in Las Vegas.

And over the years, I’m struck by one constant of booths, regardless of time, region or industry…

Chances are, your booth sucks. It’s cramped, cluttered, and really boring.

While harsh, it’s also probably true. Worst of all, you probably know it. But take heart because you’re most certainly not alone in this. Everywhere, at every show, are long swaths of cluttered and uninspired landscape—overwhelming collections of shapes and colors, fixtures and messages, all masquerading as brand. It’s as pervasive and inescapable as it is predictable.

Why? When did this happen? When did it become okay to develop a trade show booth as if someone pitched the idea “You know what people will want to do after spending thousands of dollars and traveling hundreds of miles? To stand inside our 4×9 brochure!

Sure, it sounds ridiculous, but it’s the reality we’ve all seen time and again—and sadly, what we’ve come to expect and attendees to accept. Throngs of people shuffling past a booth, each scanning over it and moving on. And that’s after you’ve spent—what?—tens if not hundreds of thousands of dollars of marketing budget, ostensibly to get exactly their attention.

So now that I’ve pointed out the obvious problem, let me point out the not-so-obvious remedy. The secret, the greatest missed opportunity, comes down to a simple idea that the majority of exhibitors overlook which is…want a hint? Here you go: International Builders’ Show, Kitchen & Bath Industry Show, International Consumer Electronics Show, SHOT Show, Club Industry Show, Nightclub & Bar Convention & Trade Show…

Notice anything in common? They’re trade shows. And what is a show? It’s an event, a spectacle, something to witness and enjoy. It’s active, not passive—and that’s the key. If you were invited to “dinner and a show” you’d naturally expect to be entertained, and yet at trade shows, we invite people to come see us and then reward them with opportunities to stand around and read something. Where’s the spectacle? Where’s the pizazz?

Face it, contemporary trade shows are overgrown ice trays of bland inactivity. But there is hope, bright morsels of brilliance among the milquetoast masses.

As recently as the IBS/KBIS in Las Vegas, I found a few who got it right and as a result, got noticed—some with every chair filled and some with onlookers clogging the aisle (drawing even more to come and see what the buzz is about). Others would do well to follow their lead.

CertainTeed

IBS Certainteed

If you have the budget, go big and use celebrities. CertainTeed brought in HGTV star Mike Holmes for an appearance and photo opp, plus constructed a climbing wall. What does a climbing wall have to do with their products? It was lost on a lot of people. But see the woman in the foreground…she’s capturing it on her phone, probably sharing it with others. She’s sharing images of a B2B trade show booth unsolicited. Money shot, indeed.

GAF

IBS GAF

Don’t have big budgets for big talent? Go traditional and use models and simple RTW giveaways. Your own team is paid to be productive experts, but hired talent is paid to be charming, inviting, and generally attractive. At the GAF booth—just inside a major entry point—a smiling woman with a bubbly personality was getting grown men to register to win stuffed animals. And it worked; in the few moments it took for me to grab this picture, two men asked where to sign up.

Plastpro

IBS plastpro

I walked by the Plastpro booth a few times and each time I did, people were standing-room-only to watch a pro install a door. To most people, this would be a punchline, but to attendees it was interesting, valuable, and yes, entertaining. The presenter was upbeat and personable…and he presented, not simply talked. I’ll admit, I stuck around and learned how to square a door much easier than I used to (and I’m not even the target audience).

Okay, so it’s great if you have the resources for a 30×40 booth with big events and headline talent and boxes of prizes. But what about the 10×10 along the back wall? What about those who spent a third of their marketing budget just to get it all to the show?

Bad Dog Tools

IB baddog

For more than 10 minutes, I watched two men at Bad Dog Tools do nothing but demo their product and answer questions. No brochures, no giveaways, no models. Yet people were constantly lined up on two sides of the booth to watch drill bits bore through everything from rasps to brake discs. Bad Dog Tools could have made a video of it and had it looping while two of their salespeople sat on bar stools and watched attendees shuffle by and not stop, but instead they made the product the show. Brilliant.

What’s the takeaway? Don’t settle, make a spectacle. Create a booth that’s a destination, or at the very least, an interruption. Remember that people can get information about your products or services at your website, so use your trade show booth to interact with them in a way you can’t otherwise—and in a manner that doesn’t feel like you’re pressuring them to buy a timeshare.

And here’s one final thought to consider…

“People will pay more to be entertained than educated.” –Johnny Carson

So come on, marketers. Show us what you’re made of.

Sincerely,

Matt Hillman

ER Marketing, Creative Director

hillman

 

 

 

 

 

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6 Trade Show Marketing Do’s & Don’ts

11 Feb

Building Products Marketers, Take Note.

IBS 2016 Showroom Floor

In the world of building products marketing, trade shows are a big deal. (Don’t believe me? My business partner and I have only been blogging about it here, here, here, here, and oh yeah, here.)

There is perhaps no more important trade show for building products marketers than the International Builders’ Show (IBS). This annual event is where the biggest and best in the industry present their biggest and best products, services, and offerings. It sets the tone for the year to come, establishes future trends, and in short, it’s just kind of a big deal.

While I was at IBS this year with several members of my team, I saw some amazing showings, and some not so amazing showings. Things to emulate as a marketer, and things to never do in a million years. I’ve compiled a list of some of my top do’s and don’ts seen at the show that can apply to any B2B marketing at any trade show in any industry:

Do:

  • Stay somewhere close to the convention center. Avoid distance and distraction. It will save you time, help you avoid waiting on busses or transportation, and prevent you from having to lug around all your gear. More time spent at the show, whether as an attendee or exhibitor, is good for you and your business.
  • Institute a “30-minute rule.” It doesn’t matter if you’re an attendee or exhibitor, you should probably have several meetings, presentations, or activities lined up ahead of time. But you need to make sure to keep a 30-minute gap between each. Consider your physical location and how long it will take you to get where you need to go—some event centers, like at IBS, are unbelievably huge.
  • Know the flow of the convention center. While at IBS, I noticed more than a few booths struggle by assuming there would be traffic just because they were close to an entryway. But if the doors by your booth are located far from the main entrance people actually use, your “prime location” might prove to be anything but.

Don’t:

  • Put any text below eye-level. I’ve discussed before how important it is to carefully consider the experience of your booth (for specific instructions on text/design height and spacing, download my whitepaper), but the basic gist is: just because you have space on a wall or pop-up banner doesn’t mean you need to fill it with text or design. By the time your visitor has backed up enough to read that text, they’re already out of your booth. Just sayin’.
  • Staff your booth with uninvolved or uninformed people. You’d be amazed how many booths I saw where people acted like they didn’t care when visitors came by, had uncharismatic staff, or put their junior-most employee in charge of manning the booth. And then there were the people eating at their booth or spending all their time talking to their coworkers…don’t even get me started on that one.
  • Offer giveaways just to offer giveaways. We’ve all fallen guilty to it here and there, but don’t offer a random, trending item just to do it (ex. an Apple Watch just because it’s the hot new thing). If it has no tie to your company, the marketing approach at the event, etc., then it comes across as random at best, desperate at worst. Plus, it creates no link to your company in the minds of your prospects. Instead, look for more natural connections for giveaways, even if they’re less “sexy” than the trending stuff. (Ex. a kitchen company making cookies at KBIS.)

My team learned a lot at IBS this year. This show has a ripple effect throughout the entire industry, whether you know it or not. For more insights from this year’s show, read more here, here, and here.

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IBS 2016: Innovation Starts at the End of the Channel

4 Feb

Why I’m Demanding a Disruption in Building Products Development

Trendsetters

It seems like every meeting I have been in over the last few months has the same common theme. When asking any building materials manufacturer what they want to be famous for, the one word I hear over and over is “innovation,” or being an “innovator,” or being “innovative.”

No matter the iteration of the word, they’re saying the same thing: they want to come to market with products that chart the path for the industry. The question is: what is anybody doing to really accomplish that? Just stating the word does not change the product development process or disrupt the industry with new and truly innovative products.

That’s why while I was at the 2016 International Builders’ Shower (IBS) and Kitchen and Bath Industry Show (KBIS), I was delighted to run across a company doing exactly that. Cosentino® is a building products company that develops stunning quartz and stone options for kitchen and bathroom surfaces. One of their products, Silestone®, is a beautiful high-end surface made of 94% quartz.

But what makes this product so innovative is not just the advanced bacteriostatic technology or its incredible resistance and durability, or even its numerous designs; it’s the way Cosentino develops those designs.

Through the support of their Silestone Trendspotters, a diverse group of top designers from across the country, Cosentino creates new looks every year inspired by some of the most cutting-edge and forthcoming designs in the market. How do they accomplish this? Cosentino goes straight to the other end of the channel to talk to the people using their product (and, presumably, their competitors’ products), and then gets their insights to develop a product that will set the course for tomorrow’s trends.

Let’s be clear: these designers aren’t just choosing colors. Manufacturers everywhere bring in a designer or two to pick out colors; that’s nothing new. The Trendspotters is a team of designers from all different places across the country, from different points in their careers (some veterans, some up-and-comers), from different styles and backgrounds, from different philosophies and clienteles.

Cosentino made a bold move in picking them, flying them to Italy, and turning them loose to work with engineers, product developers, and others on the manufacturing team to create a product they collectively thought reflected where design is headed. The magic of this is in how fearless Cosentino was in being open to the opportunity of what could be made when this diverse team of forward-thinkers got access to their resources, intelligence, and the inspiration of Italy.

Here are two of the new looks from the Etchings collections created this year by the Trendspotters:

  • Ink EtchInk: This jet black design is a classic, clean, and simple showstopper in most decor. By complementing the boldness of the Etchings design with a timeless shade, homeowners can feel confident their choice won’t go out of style any time soon.
  • AquaTint EtchAquatint: Look familiar? Our Art Director, Stephanie Voss, wrote a blog last year about how calming blue hues like Pantone’s Serenity will influence the building products industry in 2016. Proof pudding.

This approach to product development and design is brilliant precisely because it seems so obvious—but it’s not. Not everyone in building products is doing this. In fact, a lot of manufacturers either base their designs on focus group input or simply create designs based on studies published through standard trade outlets. Both options have their place, but are also inherently reactive—not always the best option for companies who seek to be innovative.

But who better to tell building products manufacturers at the top of the channel where design is going than some of the top designers in the country? By using these designers’ “on the ground” knowledge, Cosentino’s Silestone product is poised to set the tone for other designers and consumers in the coming years.

It takes time, energy, patience, investment, and courage to utilize an approach like this—an approach that empowers someone outside of your company to not only influence product design, but to create it. But that is true innovation. It’s listening, it’s using resources, it’s collaborating, and it’s understanding the channel on every level and using those insights to better your product and better the entire industry. Using focus groups and studies is also necessary for understanding today’s trends, but setting tomorrow’s requires further channel insights—exactly what Cosentino is doing with its Trendspotters.

I’m certain that this new line is going to be a hit, but I’m even more certain that the process will open the building products world to even more innovative creations.

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